Consumer buying behavior of Durable goods

105 Chapter 4 Consumer buying behavior of Durable goods (Analysis and Interpretation of Data) 4. Introduction. In this chapter, an attempt has been made by the researcher to examine the data relating to consumer buying behavior of durable goods. This chapter provides data analysis and interpretation. It covers demographic analysis with Purchase behavior, Perception, Promotion and Marketing, Brand awareness, Brand performance and Brand loyalty. It also covers the Usage of Consumer durable products and Brand shifting, Factors influenced Consumer s Purchase decision and Expectations of consumer s after sales service. Factors are confirmed using confirmatory factor analysis. Assessing the influence of interest in branded consumer durable goods and assessing the influence of awareness towards branded consumer durable goods. Assessing the relationship between Purchase behavior, Perception, Promotion and Marketing and Brand awareness with Brand performance of durable goods. Assessing the relationships between Purchase behavior, Perception, Promotion and Marketing, Brand awareness and Brand performance with Brand loyalty of durable goods. Predictor variables of Performance of branded durable goods and Brand loyalty of branded durable goods are

106 assessed. A Model has been proposed to enrich the Brand loyalty through Performance of branded consumer durable goods. This chapter proceeds as follows: 4.1 Descriptive analysis 4.2 Usage of Consumer durable products and Brand shifting. 4.3 Confirmatory Factor Analysis. Analysis of demographic profile with Purchase behavior, 4.4 Perception, Promotion and Marketing, Brand awareness, Brand performance and Brand loyalty. 4.5 Influence of Interest in Consumer durable goods. 4.6 Influence of Awareness towards Consumer durable goods. Relationships between Purchase behavior, Perception, Promotion 4.7 and Marketing, Brand awareness and Brand performance of consumer durable goods. Relationships between Purchase behavior, Perception, Promotion 4.8 and Marketing, Brand awareness, performance and Brand loyalty of consumer durable goods. Assessing the predictor variables of Performance of branded 4.9 Consumer durable goods. Assessing the predictor variables of Brand loyalty in branded 4.10 Consumer durable goods. Model for Brand loyalty of Consumers using durable goods in 4.11 Chennai city.

107 4.1. Descriptive Analysis. Table 4.1. Purchase Behavior 105 S. No Statements Mean SD 1 I am knowledgeable to choose the products for my house. 3.92.597 2 While buying new products, I consider other s opinion also. 3.16 1.219 3 I prefer domestic products than imported ones. 3.46.799 4 I feel branded products are more reliable. 3.51.914 5 My household products are sleek and utility based. 3.85.904 6 I consider branded products for the benefit of guarantee. 3.38.708 7 My household products are mostly purchased on auspicious days. 3.60.661 8 I think rationally before I purchase any products. 3.92.597 9 Advertisements present a true picture of the products. 3.16 1.219 10 Buying products during off season is cheaper. 3.88.744 11 I don t mind spending for products for more comfort. 3.51 1.259 12 Highly priced products are of better quality. 3.75 1.123 13 I am attracted by exchange schemes for products. 3.83.996 14 I am on transferable job and hence change my products at least once in 5 years. 3.92 1.025 Table 4.1 shows the mean responses given by the consumers of durable goods towards purchase behavior. The mean response given by the consumers for I am knowledgeable to choose the products for my house is 3.92. The mean response given by the consumers for While buying new products, I consider other s opinion also is 3.16. The mean response given by the consumers for I prefer domestic products than imported ones is 3.46. 105 primary data

108 The mean response given by the consumers for I feel branded products are more reliable is 3.51. The mean response given by the consumers for My household products are sleek and utility based is 3.85. The mean response given by the consumers for I consider branded products for the benefit of guarantee is 3.38. The mean response given by the consumers for My household products are mostly purchased on auspicious days is 3.60. The mean response given by the consumers for I think rationally before I purchase any products is 3.92. The mean response given by the consumers for Advertisements present a true picture of the products is 3.16. The mean response given by the consumers for Buying products during off season is cheaper is 3.88. The mean response given by the consumers for I don t mind spending for products for more comfort is 3.51. The mean response given by the consumers for Highly priced products are of better quality is 3.75. The mean response given by the consumers for I am attracted by exchange schemes for products is 3.83. The mean response given by the consumers for I am on transferable job and hence change my products at least once in 5 years is 3.92. The mean responses given towards purchase behavior of durable goods are all above the average level; this shows that the consumer s purchase behavior is good towards the durable goods.

109 S. No 1 Table 4.2-Perception towards brand 106 Statements Mean SD I estimate the quality of the product before the decision of 3.95.997 purchase. 2 Price must be proportion to the quality. 3.78 1.186 3 Particular brands should serve the purpose. 2.86 1.329 4 Manufacturer s name and reputation are important to me. 3.19 1.177 5 I need innovation in every product of selected brands. 3.63 1.189 6 7 Service of the providers of the brand is an important factor for purchase decision. Selected brands of consumer durable products should be medically fit for use. 3.94 1.108 3.92.597 8 Availability is very important in my purchase decision. 3.16 1.219 Table 4.2 shows the mean responses given by the consumers of durable goods towards perception about brand of durable goods. The mean response given by the consumers for I estimate the quality of the product before the decision of purchase is 3.95. The mean response given by the consumers for Price must be proportion to the quality is 3.78. The mean response given by the consumers for Particular brands should serve the purpose is 2.86. The mean response given by the consumers for Manufacturer s name and reputation are important to me is 3.19. The mean response given by the consumers for I need innovation in every product of selected brands is 3.63. The mean response given by the consumers for Service of the providers of the brand is an important factor for purchase 106 primary data

110 decision is 3.94. The mean response given by the consumers for Selected brands of consumer durable products should be medically fit for use is 3.92. The mean response given by the consumers for Availability is very important in my purchase decision is 3.16. The mean responses given towards purchase behavior of durable goods are all above the average level; this shows that the consumer s perception about brand is good towards the durable goods. Table 4.3. Post- purchase behavior of branded durable products 107 S. No Statements Mean SD 1 I am always in favour of buying the brand 3.46.799 2 In my view the brand I buy, tops among all the consumer durable products 3.51.914 3 I like to use the brand often and so I buy frequently 3.85.904 4 I don t want to switch over to some other brand if the particular brand I use is not available 3.38.708 5 I have profound bond of affection for the brand I use 3.60.661 6 I won t miss this brand at any cost 3.92.597 7 I love this brand for various reasons 3.16 1.219 8 I love this brand for possessing the special features which I expect 3.88.744 9 I have deep attachment for the brand and the manufacturers 3.92.597 10 I am delighted with the people who generally use my favourite brand 3.06.987 11 I believe this brand has no alternative 3.51 1.018 12 I like to have discussion on the brand I use 3.52 1.124 107 primary data

111 13 The selected brands of each consumer durable products are meant for people like me 3.61.985 14 I want others to realize the name of the brand. 3.55 1.009 15 I feel satisfied to use the consumer durable products. 3.46.960 16 17 18 19 20 21 22 I always have a close observation on the performance of the brand. I remember that on several occasions I have enjoyed using the selected brands. I feel addiction towards the selected brands of each type of consumer durable products. If I had to buy other brands of each type of consumer durable products I would feel disloyal to the selected brands. I can trust the selected brands of each type of consumer durable products. I have strong positive feeling about the selected brands consumer durable products. I have favorable image of the selected brands of each type of consumer durable products. 3.48 1.450 3.52 1.018 3.93 1.051 4.17.676 3.88.788 3.93.813 3.68.874 Table 4.3 shows the mean responses given by the consumers of durable towards the post purchase behavior of selected consumer products. The mean response given by the consumers for I am always in favour of buying the brand is 3.46. The mean response given by the consumers for In my view the brand I buy, tops among all the consumer durable products is 3.51. The mean response given by the consumers for I like to use the brand often and so I buy frequently is 3.85. The mean response given by the consumers for I don t want to switch over to some other brand if the particular brand I use is not available is 3.38. The mean response given by the consumers for I have profound bond of affection for the brand I use is 3.60. The mean

112 response given by the consumers for I won t miss this brand at any cost is 3.92. The mean response given by the consumers for I love this brand for various reasons is 3.16. The mean response given by the consumers for I love this brand for possessing the special features which I expect is 3.88. The mean response given by the consumers for I have deep attachment for the brand and the manufacturers is 3.92. The mean response given by the consumers for I am delighted with the people who generally use my favorite brand is 3.06. The mean response given by the consumers for I believe this brand has no alternative is 3.51. The mean response given by the consumers for I like to have discussion on the brand I use is 3.52. The mean response given by the consumers for The selected brands of each consumer durable products are meant for people like me is 3.61. The mean response given by the consumers for I want others to realize the name of the brand is 3.55. The mean response given by the consumers for I feel satisfied to use the consumer durable products is 3.46. The mean response given by the consumers for I always have a close observation on the performance of the brand is 3.48. The mean response given by the consumers for I remember that on several occasions I have enjoyed using the selected brands is 3.52. The mean response given by the consumers for I feel addiction towards the selected brands of each type of consumer durable products is 3.93. The mean response given by the consumers for If I had to buy other brands of each type of consumer durable products I would feel disloyal to the selected brands is 4.17. The mean response given by the consumers for I can trust

113 the selected brands of each type of consumer durable products is 3.88. The mean response given by the consumers for I have strong positive feeling about the selected brands consumer durable products is 3.93. The mean response given by the consumers for I have favorable image of the selected brands of each type of consumer durable products is 3.68. The mean responses given towards post purchase behavior of durable goods are all above the average level; this shows that the consumer s post purchase behavior is good towards the durable goods. Table 4.4. Promotion and marketing 108 S. No 1 2 Statements Mean SD Advertisements of the consumer durable products made me remember the brand ever. 3.71.838 Door selling is convenient for me to maintain proximity with the brand. 3.76.954 3 Free offers are timely useful for satisfaction. 3.86.841 4 5 6 7 Dealers display of the Brand makes me recall the brand often. Advertisements are application oriented and useful to know about the brand. In the brand I use, there is no disparity between advertisement and actual experience. Manufacturers are showing enthusiasm to attract new consumers. 3.97.684 3.59 1.064 3.19 1.280 2.94 1.232 Table 4.4 shows the mean responses given by the consumers of durable goods towards promotion and marketing. The mean response given by the consumers for Advertisements of the consumer durable products made me 108 primary data

114 remember the brand ever is 3.71. The mean response given by the consumers for Door selling is convenient for me to maintain proximity with the brand is 3.76. The mean response given by the consumers for Free offers are timely useful for satisfaction is 3.86. The mean response given by the consumers for Dealers display of the Brand makes me recall the brand often is 3.97. The mean response given by the consumers for Advertisements are application oriented and useful to know about the brand is 3.59. The mean response given by the consumers for In the brand I use, there is no disparity between advertisement and actual experience is 3.19. The mean response given by the consumers for Manufacturers are showing enthusiasm to attract new consumers is 2.94. The mean responses given towards promotion and marketing of durable goods are all above the average level, this shows that the consumers are satisfied with promotion and marketing of durable goods. S. No 1 2 3 4 Table 4.5. Awareness about the brand 109 Statements Mean SD Brand of consumer durable products I use stand fast fixed in my mind. 3.86.841 I am able to distinguish one brand from the other to its performance. 3.85.751 Brand recognition of the consumer durable products depends on its performance. 3.93 1.051 I am aware of the free gifts and sales offer of the consumer durable products. 3.62.681 109 primary data

115 5 6 7 8 9 10 11 I am able to discriminate the brand as I have previous knowledge about consumer durable products. Good exposure to the brand plays an important role for remembrance/ or memory. Retrieval of brand from memory in the midst of same category of consumer durable products is not difficult. Appearance of the product creates impact on consumer s awareness. Physical significance of brands of consumer durable products I use, create more awareness. I take special interest to know the reputation of the manufacturers of the brands of consumer durable products I use. I have the knowledge of other brands produced by the manufacturer of consumer durable products. 3.20.833 3.96.742 2.91 1.135 3.20.833 3.80.769 3.89.689 3.62.681 Table 4.5 shows the mean responses given by the consumers of durable goods towards awareness about the brand. The mean response given by the consumers for Brand of consumer durable products I use stand fast fixed in my mind is 3.86. The mean response given by the consumers for I am able to distinguish one brand from the other to its performance is 3.85. The mean response given by the consumers for Brand recognition of the consumer durable products depends on its performance is 3.93. The mean response given by the consumers for I am aware of the free gifts and sales offer of the consumer durable products is 3.62. The mean response given by the consumers for I am able to discriminate the brand as I have previous knowledge about consumer durable products is 3.20. The mean response given by the consumers for Good exposure to the brand plays an important role for remembrance/ or memory is 3.96. The mean response given by the

116 consumers for Retrieval of brand from memory in the midst of same category of consumer durable products is not difficult is 2.91. The mean response given by the consumers for Appearance of the product creates impact on consumer s awareness is 3.20. The mean response given by the consumers for Physical significance of brands of consumer durable products I use, create more awareness is 3.80. The mean response given by the consumers for I take special interest to know the reputation of the manufacturers of the brands of consumer durable products I use is 3.89. The mean response given by the consumers for I have the knowledge of other brands produced by the manufacturer of consumer durable products is 3.62. The mean responses given towards awareness about the brand of durable goods are all above the average level; this shows that the consumer s awareness about the brand is good towards the durable goods. S. No Table 4.6. Performance of durable goods 110 Statements Mean SD 1 The products serve their purpose perfectly. 4.05 1.032 2 They have special features in their performance. 3.80 1.092 3 Reliability is more. 3.64 1.151 4 It is easily distinguished from other brand in terms of performance. 3.44 1.258 5 The effectiveness of usage is highly significant. 3.65 1.247 6 Effect is speedy and gives satisfaction. 3.52 1.166 110 primary data

117 7 The manufacturers\ providers respond very well to the complaint. 4.13.987 8 The status is raised due to the performance of the brand. 4.07 1.157 9 The brand gives a feeling of good satisfaction. 3.80 1.174 10 11 The performance ignores fluctuation in the price of the product. Fluctuation of price is considered to be an important factor for the image of the brand. 3.62 1.244 3.79.631 Table 4.6 shows the mean responses given by the consumers of durable goods towards performance of durable goods. The mean response given by the consumers for the products serve their purpose perfectly is 4.05. The mean response given by the consumers for they have special features in their performance is 3.80. The mean response given by the consumers for Reliability is more is 3.64. The mean response given by the consumers for it is easily distinguished from other brand in terms of performance is 3.44. The mean response given by the consumers for the effectiveness of usage is highly significant is 3.65. The mean response given by the consumers for Effect is speedy and gives satisfaction is 3.52. The mean response given by the consumers for the manufacturers\ providers respond very well to the complaint is 4.13. The mean response given by the consumers for The status is raised due to the performance of the brand is 4.07. The mean response given by the consumers for The brand gives a feeling of good satisfaction is 3.80. The mean response given by the consumers for The performance ignores fluctuation in the price of the product is 3.62. The mean response given by the consumers for Fluctuation of price is considered to be

118 an important factor for the image of the brand is 3.79. The mean responses given towards performance of durable goods are all above the average level; this shows that the performance of durable goods is good. Table 4.7. Brand loyalty of durable goods 111 S. No Statements Mean SD 1 Product performance develops brand loyalty. 3.42.786 2 Attitude of consumers. 3.54.601 3 Frequency of purchase. 3.41.718 4 Comparing many brand with brand used. 3.57.709 5 Requirements from the product. 3.02 1.102 6 Family member s co-operation in selecting the brands. 3.55 1.104 7 Cost of the product. 3.42.870 8 Reputation of the product. 4.01.854 9 Way of marketing by manufacturer. 3.95.762 10 New schemes and offers. 3.20 1.380 11 Social status in acquiring the brand. 3.74.802 12 Personality characteristics. 3.79.631 Table 4.7 shows the mean responses given by the consumers of durable goods towards brand loyalty of durable goods. The mean response given by the consumers for Product performance develops brand loyalty is 3.42. The mean response given by the consumers for Attitude of consumers is 3.54. The mean response given by the consumers for Frequency of purchase is 3.41. The mean response given by the consumers for Comparing many brand with brand used is 3.57. The mean response given by the consumers 111 primary data

119 for Requirements from the product is 3.02. The mean response given by the consumers for Family member s co-operation in selecting the brands is 3.55. The mean response given by the consumers for Cost of the product is 3.42. The mean response given by the consumers for Reputation of the product is 4.01. The mean response given by the consumers for Way of marketing by manufacturer is 3.95. The mean response given by the consumers for New schemes and offers is 3.20. The mean response given by the consumers for Social status in acquiring the brand is 3.74. The mean response given by the consumers for Personality characteristics is 3.79. The mean responses given towards brand loyalty of durable goods are all above the average level; this shows that the consumer s brand loyalty of durable goods. 4.2.1. Usage of branded Color Televisions. Consumers using branded durable products are selected for the study. Consumers expressed their usage of Colour Televisions over the years.

120 Table 4.8. Usage of branded Colour Televisions 112 No. of consumers Percentage Less than 3 years 85 17.00 3-5 years 92 18.40 5-7 years 40 8.00 Above 7 years 283 56.60 Total 500 100 Table 4.8 reveals the usage of branded Colour Televisions over the years by the consumers. Out of 500 consumers, 56.60 % of the consumers expressed that they are using colour Televisions for more than 7 years, 18.40 % of the consumers expressed that they are using colour Televisions for 3-5 years, 17.00 % of the consumers expressed that they are using colour Televisions for less than 3 years and 8.00 % of the consumers expressed that they are using colour Televisions for 5-7 years. 112 primary data

121 Chart 4.1: Usage of branded Colour Televisions 4.2.2. Usage of branded Refrigerators. Consumers expressed their usage of Refrigerators over the years. Table 4.9 gives the details of usage of Refrigerators. Table 4.9. Usage of branded Refrigerators 113 No. of consumers Percentage Less than 3 years 135 27.00 3-5 years 136 27.20 5-7 years 73 14.60 Above 7 years 156 31.20 Total 500 100 113 primary data

122 Out of 500 consumers, 31.20 % of the consumers expressed that they are using refrigerators for more than 7 years, 27.20 % of the consumers expressed that they are using refrigerators for 3-5 years, 27.00 % of the consumers expressed that they are using refrigerators for less than 3 years and 14.60 % of the consumers expressed that they are using refrigerators for 5-7 years. Chart 4.2: Usage of branded Refrigerators

123 4.2.3. Usage of branded Air-conditioners. Consumers expressed their usage of air-conditioners over the years. Table 4.10. Usage of branded Air-conditioners 114 No. of consumers Percentage Less than 3 years 151 30.20 3-5 years 137 27.40 5-7 years 79 15.80 Above 7 years 133 26.60 Total 500 100 Out of 500 consumers, 30.20 % of the consumers expressed that they are using air-conditioners for less than 3 years, 27.40 % of the consumers expressed that they are using air-conditioners for 3-5 years, 26.60 % of the consumers expressed that they are using air-conditioners for more than 7 years and 15.80 % of the consumers expressed that they are using airconditioners for 5-7 years. Chart 4.3: Usage of branded Air-conditioners 114 primary data

124 4.2.4. Usage of branded Washing machines. Consumers expressed their usage of washing machines over the years. Table 4.11. Usage of branded Washing machines 115 No. of consumers Percentage Less than 3 years 192 38.40 3-5 years 114 22.80 5-7 years 69 13.80 Above 7 years 125 25.00 Total 500 100 Out of 500 consumers, 38.40 % of the consumers expressed that they are using washing machines for less than 3 years, 25.00 % of the consumers expressed that they are using washing machines for more than 7 years, 22.80 % of the consumers expressed that they are using washing machines for 3-5 years and 13.80 % of the consumers expressed that they are using washing machines for 5-7 years. 115 primary data

125 Chart 4.4: Usage of branded Washing machines 4.2.5. Usage of branded Micro-oven. Consumers expressed their usage of Micro oven over the years. Table 4.12. Usage of branded Micro Oven 116 No. of consumers Percentage Less than 3 years 86 17.20 3-5 years 131 26.20 5-7 years 61 12.20 Above 7 years 222 44.40 Total 500 100 Out of 500 consumers, 44.40 % of the consumers expressed that they are using micro-oven for more than 7 years, 26.20 % of the consumers expressed that they are using micro-oven for 3-5 years, 17.20 % of the consumers 116 primary data

126 expressed that they are using micro-oven for less than 3 years and 12.20 % of the consumers expressed that they are using micro-oven for 5-7 years. Chart 4.5: Usage of branded Micro-oven 4.2.6. Usage of branded Audio-Video systems. Consumers expressed their usage of Audio-video systems over the years. Table 4.13. Usage of branded Audio -Video Systems 117 No. of consumers Percentage Less than 3 years 130 26.00 3-5 years 131 26.20 5-7 years 71 14.20 Above 7 years 168 33.60 Total 500 100 117 primary data

127 Out of 500 consumers, 33.60 % of the consumers expressed that they are using Audio-Video Systems for more than 7 years, 26.20 % of the consumers expressed that they are using Audio-Video Systems for 3-5 years, 26.00 % of the consumers expressed that they are using Audio-Video Systems for less than 3 years and 14.20 % of the consumers expressed that they are using Audio-Video Systems for 5-7 years. Chart 4.6: Usage of branded Audio -Video Systems

128 4.2.7. Usage of branded Mixies Consumers expressed their usage of mixies over the years. Table 4.14. Usage of branded Mixies 118 No. of consumers Percentage Less than 3 years 120 24.00 3-5 years 122 24.40 5-7 years 62 12.40 Above 7 years 196 39.20 Total 500 100 Out of 500 consumers, 39.20 % of the consumers expressed that they are using Mixies for more than 7 years, 24.40 % of the consumers expressed that they are using Mixies for 3-5 years, 24.00 % of the consumers expressed that they are using Mixies for less than 3 years and 12.40 % of the consumers expressed that they are using mixies for 5-7 years. Chart 4.7: Usage of branded Mixies 118 primary data

129 4.2.8. Usage of branded Grinders. Consumers expressed their usage of grinders over the years. Table 4.15. Usage of branded Grinders 119 No. of consumers Percentage Less than 3 years 118 23.60 3-5 years 124 24.80 5-7 years 67 13.40 Above 7 years 191 38.20 Total 500 100 Out of 500 consumers, 38.20 % of the consumers expressed that they are using Grinders for more than 7 years, 24.80 % of the consumers expressed that they are using Grinders for 3-5 years, 23.60 % of the consumers expressed that they are using Grinders for less than 3 years and 13.40 % of the consumers expressed that they are using Grinders for 5-7 years. Chart 4.8: Usage of branded Grinders 119 primary data

130 4.2.9. Usage of branded Induction Stoves. Consumers expressed their usage of Induction stoves over the years. Table 4.16. Usage of branded Induction Stoves 120 No. of consumers Percentage Less than 3 years 131 26.20 3-5 years 139 27.80 5-7 years 82 16.40 Above 7 years 148 29.60 Total 500 100 Table 4.16 displays the details of usage of branded Induction stoves by consumers in Chennai city. Out of 500 consumers, 29.60 % of the consumers expressed that they are using Induction stove for more than 7 years, 27.80 % of the consumers expressed that they are using Induction stove for 3-5 years, 26.20 % of the consumers expressed that they are using Induction stove for less than 3 years and 16.40 % of the consumers expressed that they are using Induction stove for 5-7 years. Chart 4.9. Usage of branded Induction Stoves 120 primary data

131 4.2.10. Usage of branded Mobiles. Consumers expressed their usage of mobiles over the years. Table 4.17. Usage of branded Mobiles 121 No. of consumers Percentage Less than 3 years 145 29.00 3-5 years 115 23.00 5-7 years 62 12.40 Above 7 years 178 35.60 Total 500 100 Out of 500 consumers, 35.60 % of the consumers expressed that they are using mobiles for more than 7 years, 29.00 % of the consumers expressed that they are using mobiles for less than 3 years, 23.00 % of the consumers expressed that they are using mobiles for 3-5 years and 12.40 % of the consumers expressed that they are using mobiles for 5-7 years. Chart 4.10: Usage of branded Mobiles 121 primary data

132 4.2.11. Place of buying consumer durable products. Consumers expressed their views regarding the place of buying consumer durable products. Table 4.18. Place of buying consumer durable products 122 No. of consumers Percentage From a particular shop 349 69.80 From an authourised dealer 98 19.60 From any where it is available 53 10.60 Total 500 100 Table 4.18 depicts the place of buying consumer durable products. Out of 500 consumers, 69.80 % of the consumers expressed that they are buying durable products from a particular shop, 19.60 % of the consumers expressed that they are buying durable products from an authorized dealer and 10.60 % of the consumers expressed that they are buying durable products from any where it is available. This shows that most of the consumers are buying the durable goods from particular shop Chart 4.11: Place of buying consumer durable products 122 primary data

133 4.2.12. Reasons for buying consumer goods in particular shop. Consumers has given the reasons for buying consumer durable products in particular shops. Table 4.19. Reasons for buying Consumer goods in a particular shop 123 No. of Consumers Percentage Nearness 52 14.90 Availability of credit facilities 92 26.40 Standard price and quality 102 29.20 Courteous treatment 25 7.20 Relative or friend's shop 33 9.50 Sufficient stock 31 8.90 Sales service in time 14 4.00 Total 349 100 Out of 500 consumers, 29.20 % of the consumers expressed that the reason for buying consumer goods in particular shop is standard price and quality, 26.40 % of the consumers expressed that the reason for buying consumer goods in particular shop is availability of credit facilities, 14.90 % of the consumers expressed that the reason for buying consumer goods in particular shop is nearness, 9.50 % of the consumers expressed that the reason for buying consumer goods in particular shop is relative or friend's shop, 8.90 % of the consumers expressed that the reason for buying consumer goods in particular shop is sufficient stock, 7.20 % of the consumers expressed that the 123 primary data

134 reason for buying consumer goods in particular shop is courteous treatment and 4.00 % of the consumers expressed that the reason for buying consumer goods in particular shop is sales service in time. Chart 4.12: Reasons for buying Consumer goods in a particular shop 4.2.13. Recently changed the brand of durable products. Consumers expressed their acceptance for recent change in the brand of durable products. Table 4.20. Recently changed the brand of durable products 124 No. of consumers Percentage Yes 98 19.60 No 402 80.40 Total 500 100 Out of 500 consumers, 80.40 % of the consumers expressed that they have not recently changed the brand of consumer durable products and 19.60 % of the 124 primary data

135 consumers expressed that they have recently changed the brand of Consumer durable products. Chart 4.13: Recently changed the brand of durable products 4.2.14. Reasons for shifting the brand. Consumers expressed the reasons for recent change in the brand of durable products. Table 4.21. Reasons for shifting the brand 125 No. of consumers Percentage Quality 16 16.30 Price 35 35.70 Quantity 25 25.50 Way of advertisement approach 6 6.10 Influence of friends\relatives 5 5.10 To have a change in the brand 5 5.10 Sales offers 6 6.10 Total 98 100 125 primary data

136 Out of 500 consumers, 35.70 % of the consumers expressed that the reason for shifting the brand is price, 25.50 % of the consumers expressed that the reason for shifting the brand is quantity, 16.30 % of the consumers expressed that the reason for shifting the brand is quality, 6.10 % of the consumers expressed that the reason for shifting the brand is way of advertisement approach, 6.10 % of the consumers expressed that the reason for shifting the brand is sales offers, 5.10 % of the consumers expressed that the reason for shifting the brand is influence of friends\relatives and 4.00 % of the consumers expressed that the reason for shifting the brand is to have a change in the brand. 4.2.15. Marketing strategies adopted for selling the consumer durable goods. Testing the significance of marketing strategies adopted for selling the consumer durable goods, Friedman s test for k-related samples was applied to study the relationships between marketing strategies adopted for selling the consumer durable goods. Null hypothesis H 0 3: All the marketing strategies adopted for selling the consumer durable goods will produce equal output.

137 Table 4.22-Marketing strategies adopted for selling the consumer durable goods. Mean Rank Chi square value Product design, color, etc., 2.21 Discounts 2.44 Technology changes 2.67 Hire purchase or installment 3.23 Free delivery 3.56 Combo offer 3.98 38.89** (p<.001) Gifts 4.02 Package 5.38 Free installation 5.67 Dealer financing 6.78 ** significant at 1% level The result in the table 4.22 shows that the null hypothesis H 0 3 is rejected at 1% level. This shows that all the marketing strategies adopted for selling the consumer durable goods will not produce equal output. Further, the mean ranks in the table 4.54 shows clearly that Product design, color, etc., and Discounts are the top two marketing strategies ranked by the consumers which will produce good sales. Package and Free installation are the marketing strategies ranked by the consumers which will produce fewer sales.

138 4.3. Confirmatory Factor Analysis. Confirmatory factor analysis was performed for Purchase behavior, Perception towards the brands, Promotion and Marketing, Awareness about branded durable goods, Performance of durable goods and Brand loyalty by using Analysis of moment structure (AMOS 16.1) to verify factor structure of the variables. The Goodness of fit index ranges between 0 to 1 and closer to one point to a perfect fit model (Joreskog & Sorbom, 1984). Root-Mean square error approximation (RMSEA) ranges from 0 to 1 with a smaller value indicating a better model (Browne & Cudeek 1993). Expected Cross Validation Index (ECVI) is an estimate of how well the result obtained from one sample can be generalized to other samples. This measure always remains positive and closer to zero indicating a better model (Browne & Cudeek 1993). Chi square is sensitive to larger sample size and power of the test. Therefore it is suggested the use of ratio of Chi square to degree of freedom. Carmines & Mclver(1981) suggest that 2 to 1 or 3 to 1 is indicative of acceptable model between hypothetical model and sample data. Ratio approximately five or less is considered to be reasonable (Wheaton, Muthen, Alwin & Summers 1977). The results of Confirmatory factor analysis carried out for above said factors are displayed in the table 4.23.

139 Table 4.23 Confirmatory factor analysis Factors GFI AGFI RMSEA ECVI χ 2 d.f Purchase behavior.932.911.098.432 2.234 Perception towards the brands.962.932.085.097 3.234 Promotion and Marketing.951.934.323.782 3.278 Awareness about branded durable.949.921.086.347 3.452 goods Performance of durable goods.927.902.089.178 2.567 Brand loyalty.924.901.236.987 2.134 The GFI for Purchase behaviour is.932 and the AGFI value is.911, indicating a reasonably good fit, the RMSEA value is.098 which is within the range, indicating a better model fit, the ECVI value is.432, which is positive and within the limit, the Chi-square ratio value of this model is 2.234 indicating reasonably good fit. (Refer Appendix I Figure 1) The GFI for Perception towards the brands is.962 and the AGFI value is.932, indicating a reasonably good fit, the RMSEA value is.085 which is within the range, indicating a better model fit, the ECVI value is.097, which is positive and within the limit, the Chi-square ratio value of this model is 3.234 indicating reasonably good fit. (Refer Appendix I Figure 2)

140 The GFI for Promotion and Marketing is.951 and the AGFI value is.934, indicating a reasonably good fit, the RMSEA value is.323 which is within the range, indicating a better model fit, the ECVI value is.782, which is positive and within the limit, the Chi-square ratio value of this model is 3.278 indicating reasonably good fit. (Refer Appendix I Figure 3) The GFI for Awareness about branded durable goods is.949 and the AGFI value is.921, indicating a reasonably good fit, the RMSEA value is.086 which is within the range, indicating a better model fit, the ECVI value is.347, which is positive and within the limit, the Chi-square ratio value of this model is 3.452 indicating reasonably good fit. (Refer Appendix I Figure 4) The GFI for Performance of durable goodsis.927 and the AGFI value is.902, indicating a reasonably good fit, the RMSEA value is.089 which is within the range, indicating a better model fit, the ECVI value is.178, which is positive and within the limit, the Chi-square ratio value of this model is 2.567 indicating reasonably good fit. (Refer Appendix I Figure 5) The GFI for Brand Loyalty is.924 and the AGFI value is.901, indicating a reasonably good fit, the RMSEA value is.236 which is within the range, indicating a better model fit, the ECVI value is.987, which is positive and within the limit, the Chi-square ratio value of this model is 2.134 indicating reasonably good fit. (Refer Appendix I Figure 6)

141 4.4.1. Testing for significant difference between Consumer s age with Purchase behavior, Perception, Promotion and Marketing, Brand awareness, Brand performance and Brand loyalty. To test the significant difference between consumer s age with respect to Purchase behavior, Perception towards branded durable goods, Promotion and Marketing, Awareness of branded durable products, Performance of branded durable goods and Brand loyalty. One way ANOVA was applied to ascertain if there were any significant differences between Consumer s age with respect to Purchase behavior, Perception towards branded durable goods, Promotion and Marketing, Awareness of branded durable products, Performance of branded durable goods and Brand loyalty. The following null hypotheses were framed: H 0 4(a): There is no significant difference between the Consumer s age with respect to purchase behavior. H 0 4(b): There is no significant difference between the Consumer s age with respect to perception towards branded durable goods. H 0 4(c): There is no significant difference between the Consumer s age with respect to promotion and marketing. H 0 4(d): There is no significant difference between the Consumer s age with respect to awareness of branded durable products.

142 H 0 4(e): There is no significant difference between the Consumer s age with respect to performance of branded durable goods. H 0 4(f): There is no significant difference between the Consumer s age with respect to brand loyalty. Table 4.24 shows the significance of mean difference between Consumer s age with respect to Purchase behavior, Perception towards branded durable goods, Promotion and Marketing, Awareness of branded durable products, Performance of branded durable goods and Brand loyalty. Table 4.24. Difference between Consumer s age with Purchase behavior, Perception, Promotion and Marketing, Brand awareness, Brand performance and Brand loyalty. Age N Mean S D F-value Purchase behavior Below 35 years 280 50.67 5.748 36-50 years 128 51.45 5.398 Above 50 years 92 50.66 3.142 1.052 (p=.350) Perception towards branded durable goods Below 35 years 280 26.90 4.217 36-50 years 128 29.93 3.392 Above 50 years 92 31.00 3.009 53.175** (p<.001) Promotion and marketing Below 35 years 280 24.26 3.921 36-50 years 128 24.96 6.489 Above 50 years 92 27.42 3.533 15.993** (p<.001)

143 Awareness of branded durable products Below 35 years 280 41.88 3.340 36-50 years 128 41.45 4.850 Above 50 years 92 38.45 3.151 44.396** (p<.001) Performance of branded durable goods Below 35 years 280 40.50 10.174 36-50 years 128 42.28 5.886 Above 50 years 92 43.48 2.814 5.289** (p=.005) Brand loyalty Below 35 years 280 42.35 6.306 36-50 years 128 42.54 4.508 Above 50 years 92 43.48 4.714 1.433 (p=.240) ** significant at 1% level Purchase behavior The obtained 'F' value is 1.052 and it is not significant at 5% level. The value indicates that there is no significant mean difference between Consumer s age with respect to purchase behavior. Therefore, the formulated hypothesis H 0 4(a) that there is no significant difference between the Consumer s age with respect to Purchase behavior is accepted.

144 Perception towards branded durable goods. The obtained 'F' value is 53.175 and it is significant at 1% level. The value indicates that there is significant mean difference between Consumer s age with respect to perception towards branded durable goods. Further, the mean table 4.24 indicates that consumers having age above 50 years have scored higher mean value of 31.00 and the lowest mean was scored by the consumers who have age below 35 years ( 26.90 ). This shows that the consumers with age above 50 years are having more perception towards branded durable goods and the consumers having age below 35 years are having less perception towards branded durable goods. Therefore, the formulated hypothesis H 0 4(b) that there is no significant difference between the Consumer s age with respect to perception towards branded durable goods is rejected. Promotion and marketing. The obtained 'F' value is 15.993 and it is significant at 1% level. The value indicates that there is significant mean difference between Consumer s age with respect to promotion and marketing. Further, the mean table 4.24 indicates that consumers having age above 50 years have scored higher mean value of 27.42 and the lowest mean was scored by the consumers having age below 35 years ( 24.26 ). This shows that

145 the consumers with age above 50 years are more covered by promotion and marketing and the consumers with age below 35 years are having less interest in promotion and marketing. Therefore, the formulated hypothesis H 0 4(c) that there is no significant difference between the Consumer s age with respect to promotion and marketing is rejected. Awareness of branded durable products. The obtained 'F' value is 44.396 and it is significant at 1% level. The value indicates that there is significant mean difference between Consumer s age with respect to awareness of branded durable products. Further, the mean table 4.24 indicates that consumers having age less than 35 years have scored higher mean value of 41.88 and the lowest mean was scored by the consumers having age above 50 years (38.45). This shows that the consumers with age below 35 years are more aware about branded durable products and the consumers with age above 50 years are less aware about branded durable goods. Therefore, the formulated hypothesis H 0 4(d) that there is no significant difference between the Consumer s age with respect to awareness of branded durable products is rejected.

146 Performance of branded durable goods. The obtained 'F' value is 5.289 and it is significant at 1% level. The value indicates that there is significant mean difference between consumer s age with respect to performance of branded durable goods. Further, the mean table 4.24 indicates that consumers having age above 50 years have scored higher mean value of 43.48 and the lowest mean was scored by the consumers having age below 35 years ( 40.50 ). This shows that the consumers with age above 50 years are having more satisfaction towards the performance of branded durable products and the consumers with age below 35 years are having less satisfaction towards the performance of branded durable goods. Therefore, the formulated hypothesis H 0 4(e) that there is no significant difference between the Consumer s age with respect to performance of branded durable goods is rejected. Brand loyalty. The obtained 'F' value is 1.433 and it is not significant at 5% level. The value indicates that there is no significant mean difference between Consumer s age with respect to brand loyalty.

147 Therefore, the formulated hypothesis H 0 4(f) that there is no significant difference between the Consumer s age with respect to brand loyalty is accepted. 4.4.2. Testing for significant difference between Consumer s educational qualifications with Purchase behavior, Perception, Promotion and Marketing, Brand awareness, Brand performance and Brand loyalty. To test the significant difference between consumer s educational qualifications with respect to Purchase behavior, Perception towards branded durable goods, Promotion and Marketing, Awareness of branded durable products, Performance of branded durable goods and Brand loyalty. One way ANOVA was applied to ascertain if there were any significant differences between Consumer s educational qualifications with respect to Purchase behavior, Perception towards branded durable goods, Promotion and Marketing, Awareness of branded durable products, Performance of branded durable goods and Brand loyalty. The following null hypotheses were framed: H 0 5(a): There is no significant difference between the Consumer s educational qualifications with respect to purchase behavior. H 0 5(b): There is no significant difference between the Consumer s educational qualifications with respect to perception towards branded durable goods.

148 H 0 5(c): There is no significant difference between the Consumer s educational qualifications with respect to promotion and marketing. H 0 5(d): There is no significant difference between the Consumer s educational qualifications with respect to awareness of branded durable products. H 0 5(e): There is no significant difference between the Consumer s educational qualifications with respect to performance of branded durable goods. H 0 5(f): There is no significant difference between the Consumer s educational qualifications with respect to brand loyalty. Table 4.25 shows the significance of mean difference between Consumer s educational qualifications with respect to Purchase behavior, Perception towards branded durable goods, Promotion and Marketing, Awareness of branded durable products, Performance of branded durable goods and Brand loyalty.

149 Table 4.25- Difference between Consumer s educational qualifications with Purchase behavior, Perception, Promotion and Marketing, Brand awareness, Brand performance and Brand loyalty. Qualification N Mean S D F-value Non-graduates 225 50.96 5.210.284 Purchase behavior Graduates 156 50.60 6.426 Professionals 119 51.03 3.419 (p=.753) Non-graduates 225 28.77 4.473 Perception towards Graduates branded durable goods 156 27.96 4.117 Professionals 119 28.41 3.713 1.729 (p=.179) Promotion and marketing Non-graduates 225 25.60 4.916 Graduates 156 24.62 3.847 Professionals 119 24.44 5.538 3.073* (p=.047) Non-graduates 225 38.32 4.623 Awareness of branded Graduates durable products 156 39.72 2.990 Professionals 119 42.11 3.053 33.494** (p<.001) Performance of branded durable goods Brand loyalty Non-graduates 225 38.17 6.849 Graduates 156 42.36 11.391 Professionals 119 44.25 3.327 Non-graduates 225 39.77 5.548 Graduates 156 43.71 5.574 Professionals 119 44.23 4.354 21.775** (p<.001) 32.822** (p<.001) ** significant at 1% level

150 Purchase behavior. The obtained 'F' value is.284 and it is not significant at 5% level. The value indicates that there is no significant mean difference between Consumer s educational qualifications with respect to purchase behaviour. Therefore, the formulated hypothesis H 0 5(a) that there is no significant difference between the Consumer s educational qualifications with respect to purchase behaviour is accepted. Perception towards branded durable goods. The obtained 'F' value is 1.729 and it is not significant at 5% level. The value indicates that there is no significant mean difference between Consumer s educational qualifications with respect to perception towards branded durable goods. Therefore, the formulated hypothesis H 0 5(b) that there is no significant difference between the Consumer s educational qualification with respect to perception towards branded durable goods is accepted. Promotion and marketing. The obtained 'F' value is 3.073 and it is significant at 5% level. The value indicates that there is significant mean difference between Consumer s educational qualifications with respect to promotion and marketing.

151 Further, the mean table 4.25 indicates that, non-graduate consumers have scored higher mean value of 25.60 than the consumers with professional education (24.44). This shows that the non-graduate consumers have more interest in the brand promotion and marketing and the consumers with professional educational qualification are having less interest in brand promotion and marketing. Therefore, the formulated hypothesis H 0 5(c) that there is no significant difference between the Consumer s educational qualifications with respect to promotion and marketing is rejected. Awareness of branded durable products. The obtained 'F' value is 33.494 and it is significant at 1% level. The value indicates that there is significant mean difference between Consumer s educational qualifications with respect to awareness of branded durable products. Further, the mean table 4.25 indicates that the consumers with professional education have scored higher mean value of 42.11 and the lowest mean was scored by the non-graduate consumers (38.32). This shows that the consumers with professional education are having more awareness towards branded durable goods and the non graduate consumers are having less awareness towards the branded durable goods.